Case Study

Patagonia is an eco-conscious retail store in the outdoor apparel industry. Patagonia product line was composed of four most important parts Sportswear, Technical Outerwear, Technical Knits and hard goods. It primarily focuses on producing clothing for outdoor activities while contributing to environmental organizations to help make a difference in the world. As clothing and sports knits manufacturing company, Patagonia targeted customers in every age group mainly age group between 28 to 45 and children younger than 12 years old. Patagonia had a tough competition from high end products available in market. The company targeted the consumers who had an average household income of $ 160,000 or higher. The company tries hard to stay in touch with its market through its catalog, guide line service, picture contest, and toll-free numbers which illustrate the marketing concept. The company relies on product innovations that benefit consumers. Although Patagonia’s products are higher priced, customer satisfaction is great. Patagonia spends time analyzing the market for their products and listening to customer reviews. They strive to design products aligned with their targeted customers (outdoor enthusiasts) needs and values
Patagonia business model worked or we can say Patagonia developed a sustainable business because of some of the reason listed below.
1. Innovation in range of products.
2. Patagonia stressed more on quality of product.
3. Environmental Effects. Patagonia relies on innovation to sustain sales. For example, it was the first firm to sell products made of polypropylene. Since then, other manufacturers had adopted this product. Patagonia used their innovation as a source of competitive advantage for the company and would include new technical systems for their apparel and gear. Patagonia also uses innovative teams to create value and satisfy wants for their customers. Research and development team of Patagonia worked on projects like developing more